The objectives of this independent study are (1) compare the numbers of clicks on email messages between the messages on white background color and those on blue background color (2) compare the numbers of clicks on email messages between the messages using formal typeface and those using casual typeface (3) compare the numbers of clicks on email messages between the messages using a call to action button and those not using and (4) compare the numbers of clicks on email messages between Thai and International email users.
The findings of this study shows that direct email messages with white background color and those with blue background color has the same average number of clicks likewise to direct email messages using formal font and those using causal font also receive the same results. Whereas the study shows that when a call to action is absent on direct email messages receive greater clicks than when a call to action button is present and study also finds that Thai users have a greater average clicks on a direct email messages than International users.
In summary, this comparative experiment can be used as a guideline for marketers and business owners to on how they would like to customize their email marketing campaign and implement it to best benefit them as the results of this study also provides comparison data on the open rate on each of the variables as well.